Fab.com, the PCH-owned e-tailer, has tapped Emily Holt as its first creative director in residence.

According to PCH founder and chief executive officer Liam Casey, who bought Fab in March, the residency will allow editors and other taste-makers to leave their imprint on the e-tailer. Creative directors will rotate “periodically,” Casey told WWD, adding: “Storytellers are so important. Editors have a point of view. Having people with a great point of view and a sense of curation and why the products are interesting [for the site] at this time is hugely important.”

Holt, a former Vogue fashion news editor and Eye editor at WWD, will launch the program with a focus on honing Fab’s copious inventory. She said that already Fab has reduced its more than 20,000 stockkeeping units to 6,000, and she hopes to continue whittling it down to products that are “unexpected.”

“I don’t like to say unique, but I say unexpected,” Holt told WWD. “Something that makes you smile…and are not kitschy or jokey. The idea of unexpectedness is something I’m focusing on, something that feels special and doesn’t cost $5,000.”

Holt, who referenced a golden balloon piggy bank that retails for $36 as an example, said Fab’s sweet spot is in the $50 range. Once the business of editing the collection winds down, Holt will help bring in designers, artists and other creative types, to partner with Fab and PCH.

For those not in the know, PCH works directly with factories (mainly in China) to produce goods at a lower price. PCH bought Fab so that it could distribute the goods, and in a sense, create a sort of one-stop shop for consumers. Not only does it bring goods to market quicker, but it also brings more attention to lesser-known designers at a lower price, PCH said.

It also brings together the worlds of tech, fashion, design and home, noted Holt, who moved back to her native California to explore the nexus between design and Silicon Valley.

Holt, who plans to open her own boutique called Hero Shop in San Francisco next year, left her job at Vogue in 2014 with the idea of bringing style to the Bay area — a place known more for its hoodie-and-backpack-clad tech geeks than the lithe stiletto set of New York. “I speak California but I have this high-fashion background,” said Holt, who offered that her store will carry designer and tech-infused fashions and wearables (of course) with the broad price point of $10 to $10,000.